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Different Marketing Channels Need Different Playbooks. Customer Interviews Can Help You Create Them.

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Different Marketing Channels Need Different Playbooks. Customer Interviews Can Help You Create Them.

Use customer interviews to understand how buyers behave across Google, LinkedIn, Reddit, Amazon and other channels — and build stronger acquisition strategies.

Marketers spend a lot of time deciding where to find customers. Should we invest more in Google Ads? Build our presence on LinkedIn? Publish SEO content? Participate in Reddit communities? Sponsor newsletters? Create an Amazon book?

Those are important questions. But there is another question that can have an even bigger impact on your customer acquisition strategy: What is going through your buyer’s mind when they use each of those channels?

The same person can behave very differently depending on where you encounter them.

Someone searching Google for “best payroll software for small businesses” is in a different mindset from someone scrolling LinkedIn between meetings. Someone asking for recommendations in a Reddit community may have different expectations than someone reading reviews on Amazon.

Yet companies often take one value proposition and distribute versions of it across every channel. Customer interviews can help you do something better.

Instead of using interviews only to create buyer personas or collect quotes, you can use them to understand how customers discover, research and evaluate solutions across different environments. Those insights can then improve everything from channel selection and ad creative to landing pages, nurture sequences and conversion playbooks.

Different channels tend to appear at different moments in the buying process. Customer interviews can help you understand those moments.

Ask customers who discovered you through paid or organic search what problem they were actively trying to solve.


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